Two weeks after the IHSAA Board of Directors voted in a new Personal Branding Activities bylaw, Commissioner Paul Neidig has followed up with a detailed letter and a public explainer to spell out how the policy will actually work. His message: Indiana’s student-athletes can now make money from their own name, image and likeness, but schools are expected to stay out of the commercial side of things. The board approved the measure at its May 4 meeting by a 13-5 margin.
What the PBA bylaw does
The bylaw officially defines Personal Branding Activities as any use of a student’s name, image or likeness for appearances, endorsements, social media work and similar commercial ventures. It also lays out a detailed list of what is allowed and what is off limits.
Students are barred from using school names, mascots, uniforms or facilities in any activity where they are being paid, and the rule prohibits PBA deals that are tied to recruiting or that function as school-sponsored endorsements, according to the IHSAA. The accompanying board packet further spells out reporting requirements and potential penalties for violations.
Why Neidig wrote to schools
Neidig’s letter, along with a breakdown posted on IHSAA social channels, landed after coaches, parents and school leaders started pressing for clarity about where the new “NIL line” would be drawn, the Indianapolis Star reported. People wanted to know how far students could go in cutting their own deals without dragging schools into the mix.
Local TV coverage highlighted how Neidig has tried to keep the focus on personal ownership and amateurism, stressing in public remarks that students own their own names and that the bylaw is designed to preserve fairness while recognizing that reality. WNDU carried his comments and walked through the main takeaways for families.
Paperwork, penalties and parental responsibilities
Under the new rule, any student who signs a Personal Branding Activities agreement has 48 hours to notify their athletic director in writing. Schools are allowed to review those agreements to check for conflicts with IHSAA rules or school policies, but they cannot shut down an activity that complies with the bylaw, according to the board packet.
The bylaw also flags a list of prohibited categories, including gambling, alcohol, tobacco, cannabis and certain other industries. Violations can carry serious consequences: individual ineligibility for up to 365 days and potential sanctions for schools that help arrange or facilitate improper deals.
The packet reminds families that a PBA deal is not just a quick payday. Students and parents are urged to keep an eye on NCAA, NJCAA and NAIA eligibility rules and to treat these arrangements like any other job when it comes to employment laws and tax obligations.
Timing and where Indiana fits nationally
One wrinkle that has already surfaced is timing. Local coverage has not been entirely in sync on when the bylaw kicks in: some reports describe the policy as effective immediately, while others say it is tied to the 2026–27 school year.
WFYI/WBAA noted that with this move, Indiana joins roughly 46 other states that already have some version of a high school NIL policy. Community outlets like InkFreeNews have reported that the bylaw will take effect with next school year.
What to expect next
Neidig’s note looks designed to cool off the initial anxiety and head off chaos before it starts. Athletic directors and administrators say the real challenge will come in turning the statewide rule into clear, day-to-day guidance that coaches, athletes and parents can actually follow.
As Neidig has put it, “You own your own name,” a short line repeatedly cited in coverage that captures the core idea behind the policy. Families and athletic directors should expect additional IHSAA guidance, educational materials and Q&A documents to roll out in the coming weeks as Indiana’s high school sports world settles into its new NIL era.
